What Oddbox does

Oddbox is a UK-based direct-to-consumer subscription business that delivers weekly or bi-weekly boxes of surplus and cosmetically 'imperfect' fruit and vegetables to households, with the explicit mission of reducing farm-level food waste. Founded in 2016 by Emilie Vanpoperinghe and Deepak Ravindran and headquartered at New Covent Garden Market in London, with an operations hub in Birmingham, the company sources produce directly from over 110 growers in the UK and abroad that would otherwise be discarded for failing supermarket cosmetic standards. Customers order through the Oddbox website or mobile app, choosing from small, medium or large Fruit & Veg Boxes (from £11.99) or Veg-only Boxes (from £12.99), and can customize, swap, pause or cancel at any time.

The underlying technology is a standard e-commerce and subscription management stack rather than a proprietary platform. Order and payment processing is handled by Stripe, subscriptions are managed via GetSwift (with data processed outside the UK/EEA), customer communications are run through Braze, and finance is operated on Xero. Overnight doorstep delivery to customer-defined 'safe spots' is positioned as a lower-carbon alternative to daytime delivery and is the primary physical distribution mechanism.

Oddbox monetizes primarily through recurring subscription revenue on its boxes, supplemented by 'The Market' — a separate transactional e-commerce marketplace offering plastic-free refillables and rescued products at up to 45% off RRP with a £20 minimum order. The customer segment is horizontal: environmentally conscious UK households who want sustainable, mission-aligned produce. The company reports having rescued over 65,000 tonnes of fruit and vegetables and delivered nearly 6 million boxes since 2018, with cumulative disclosed funding exceeding £26 million across multiple rounds, including £16M from BurdaPrincipal Investments in 2021 and £5.6M via Seedrs crowdfunding in January 2023.

Name

Oddbox

Legal name

Oddbox Delivery Ltd

Website

https://oddbox.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Oddbox is a UK direct-to-consumer subscription service that delivers weekly and bi-weekly boxes of surplus and cosmetically imperfect fruit and vegetables, rescued from over 110 growers, to environmentally conscious UK households via overnight doorstep delivery.

Ownership category

akta.pro rank

Product category

Subscription Produce Delivery

NAICS

All Other Specialty Food Retailers (445298), All Other Miscellaneous Retailers (459999)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940), Retail-Miscellaneous Retail (5900)

akta.pro primary industry

Fresh Food Subscription/CSA & Produce Box Retail (CRAHAHAG)

akta.pro secondary industries

Natural/Organic Grocery E-commerce & Delivery-Only Retail (CRAHAEAI), Subscription Boxes & Curated Product Subscriptions (CRAFAIAF)

Keywords

• Produce subscription boxes
• Imperfect produce delivery
• Surplus food service
• Rescued fruit vegetables
• Online grocery subscription

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Subscription Boxes: Recurring subscription revenue from weekly or bi-weekly deliveries of rescued fruit and vegetable boxes. Customers choose between small, medium, or large boxes with fruit-only, veg-only, or mixed options. Additional revenue from The Market - a plastic-free refillables and rescued products shop with a £20 minimum order.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Oddbox is a UK direct-to-consumer subscription service that delivers weekly or bi-weekly boxes of rescued surplus and cosmetically imperfect fruit and vegetables sourced from over 110 growers across the UK and abroad. Customers choose between fruit & veg mixed, veg-only, or fruit-only box sizes, with the ability to swap contents, pause, skip, or cancel anytime. The company also operates The Market, a separate e-commerce add-on shop offering plastic-free refillables and rescued products at up to 45% off RRP, delivered alongside subscription boxes.

Product overview

Oddbox operates a subscription-based e-commerce platform offering rescued surplus and 'ugly' fruit and vegetables directly to consumers. The core product consists of subscription boxes (Fruit & Veg Boxes and Veg Boxes) delivered overnight to customers' doorsteps. The Market serves as an add-on marketplace for plastic-free refillables and rescued products. A referral program provides customer acquisition incentives. The company works directly with growers to source produce that would otherwise go to waste, focusing on the UK market with delivery to hundreds of postcodes.

Differentiator

Problem solved

Functional benefit

Brands

• The Market: A one-stop shop for refillables, rescued products and more. Offers plastic-free refillables, rescued range with up to 45% off RRP, and handpicked selection of B Corp brands and organic producers.

Products and services

• Fruit & Veg Boxes Subscription boxes containing up to 9 types of vegetables and 4 types of rescued surplus fruit, starting from £11.99 per box. Customers can choose small, medium, or large sizes, switch box types, swap individual contents from a weekly rescue list, and pause, skip, or cancel anytime. Delivered overnight to UK doorsteps.
• Veg Boxes Vegetable-only subscription boxes containing up to 9 types of rescued surplus vegetables, starting from £12.99 per box. Offers a vegetable-focused alternative to the mixed fruit & veg boxes, with the same customization, swap, pause, and skip flexibility. Delivered overnight to UK doorsteps.
• The Market A separate e-commerce add-on platform offering plastic-free refillables, rescued products with up to 45% off RRP, and a handpicked selection of sustainable brands including B Corps and organic producers. Requires a £20 minimum order and is delivered alongside subscription boxes. Has rescued over 26,000 items at risk of going to waste.

Quantifiable outcome

• 65,000+ tonnes of fruit and veg rescued
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

One partnership is on record.

• Misfits MarketminorOthers · 3 June 2026Referenced by GlobalData report as a leading example of companies pursuing rescue food models, alongside Oddbox. Not a formal partnership but peer company comparison.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Imperfect Foods: US-based subscription service delivering 'cosmetically imperfect' and surplus produce and groceries to consumers. Closest direct comp on mission, model, and DTC subscription mechanics.
• Misfits Market: US subscription box of 'ugly' and surplus produce with an expanding grocery assortment. Mirrors Oddbox's produce-plus-ambient grocery (The Market) strategy and is explicitly co-mentioned by GlobalData as a peer.
• Abel & Cole: Long-standing UK organic produce box and grocery delivery subscription. Comparable on UK doorstep subscription, organic/sustainability positioning, and weekly box cadence.
• Riverford Organic Farmers: UK farmer-owned organic veg box scheme delivering weekly to households. Comparable on subscription produce boxes, grower-direct sourcing, and UK-only geography.
• Too Good To Go: Surplus food marketplace (operating in the UK) tackling food waste via discounted meal/produce packs. Direct mission peer (food-waste rescue) with a marketplace rather than subscription delivery model.

Broad incumbents

• HelloFresh: Global meal-kit subscription heavyweight also active in the UK. Overlaps on DTC subscription food delivery and scale logistics, but with prepared recipes rather than raw produce.
• Gousto: UK meal-kit subscription incumbent. Comparable on UK DTC subscription food delivery and scale operations, but distinct in offering pre-portioned recipes versus raw surplus produce.

Emerging players

• The Modern Milkman: UK doorstep delivery subscription for milk, bread, and essentials, often overnight. Comparable on UK subscription doorstep delivery logistics and overnight safe-drop model.
• Farmdrop: UK online platform connecting consumers directly with local producers for groceries and produce. Comparable on mission (local grower support) and DTC e-commerce model, though now operating in a more limited form.

Others

• LettUs Grow: UK-based vertical farming technology company. Adjacent enabler in the sustainable fresh-produce supply chain rather than a direct subscription competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/oddboxldn
• LinkedInlinkedin.com/company/oddbox
• Instagraminstagram.com/oddboxldn
• Xx.com/oddboxldn

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds9 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Oddbox